Diamond Supply Co.: Skateboarding, Streetwear, and Urban Culture Since 1998

Diamond Supply Co. is one of the most iconic and influential brands ever to emerge from the American skateboarding and streetwear scene. Founded in 1998 by Nick Tershay, known worldwide as Nick Diamond, the brand was born out of authentic California skate culture with a very simple yet powerful idea: to create authentic, clean, and instantly recognizable products that truly represented the skateboarding lifestyle.

Starting from a small apartment in San Francisco, Diamond Supply Co. managed within a few years to transform itself into one of the most important brands in global street culture, influencing not only skateboarding but also music, sneaker culture, fashion, and hip hop.

Even today, Diamond remains one of the most recognizable brands in the entire streetwear scene thanks to a minimalist style, iconic colors, and an incredible ability to blend real skateboarding with modern urban culture.

The Birth of Diamond Supply Co

Nick Diamond began his journey by producing small skateboard hardware and accessories right from his home. From the very start, his goal wasn’t to build a simple commercial brand, but to create something that truly reflected the skateboarding lived out daily on the streets of California.

In the early years, Diamond focused primarily on skate hardware, grip tape, and accessories, but the brand grew rapidly thanks to an extremely clean and instantly recognizable aesthetic. The famous Diamond Blue, which later became one of the most iconic colors in global streetwear, was born during this period.

Unlike many other skateboarding brands of the time, Diamond Supply Co. immediately succeeded in building a very strong image that blended technical skateboarding, urban luxury, and contemporary street culture without losing its authenticity.

This combination allowed the brand to quickly emerge within the American skateboarding scene and begin a growth trajectory that, within a few years, would go global.

The Nike SB Dunk “Diamond” and the Streetwear Revolution

One of the most important moments in the brand’s history came in 2005 with the release of the legendary Nike SB Dunk “Diamond.” This sneaker is still considered today one of the most iconic shoes ever created in the history of skateboarding and sneaker culture.

The famous Tiffany Blue color-blocking, combined with premium details and massive global demand, immediately transformed the model into a global phenomenon. The Dunk Diamond was not only a successful collaboration but marked a historic moment when skateboarding, hype culture, and streetwear began to merge definitively.

From that moment on, Diamond Supply Co. gained massive visibility even outside the traditional skateboarding scene, becoming one of the most coveted brands within global street culture.

Even today, the Diamond Dunk remains one of the most sought-after and significant sneakers in the history of Nike SB collaborations.

Diamond Supply Co. at the Intersection of Skateboarding, Hip Hop, and Street Culture

One of the factors that made Diamond so influential was its ability to naturally connect skateboarding, music, and fashion culture.

Nick Diamond was one of the first to realize how much the worlds of hip hop and skate culture were beginning to influence each other. Over the years, the brand has been supported and worn by major artists such as Wiz Khalifa, Rick Ross, Big Sean, Curren$y, Cassie, P. Diddy, and The Lox.

This strong connection to urban music has contributed enormously to the global spread of the so-called “Diamond Life,” a style that blends skateboarding, luxury streetwear, and contemporary lifestyle.

At the same time, Diamond Supply Co. continues to collaborate with some of the most prominent brands in the fashion and skateboarding scenes. Among the most notable collaborations are The Hundreds, Crooks & Castles, 10 Deep, Puma, and Steve Aoki’s Dim Mak.

These partnerships allow the brand to further establish itself as one of the strongest names in international streetwear.

Diamond Skateboards, Apparel, and Accessories

Despite its massive growth in the fashion and streetwear world, Diamond Supply Co. has never completely abandoned its skateboarding roots.

The brand continues to produce skateboard decks, hardware, apparel, and accessories while maintaining a strong connection to the original skate culture. Diamond’s collections are known for clean designs, iconic logos, and premium quality that have made the brand highly recognizable over the years.

Among the most popular products are hoodies, t-shirts, jackets, skateboard decks, and lifestyle accessories that perfectly reflect the brand’s DNA.

Diamond has successfully built a very distinct aesthetic: minimalist, elegant, yet deeply street. And it is precisely this identity that has allowed the brand to remain relevant for over twenty-five years.

Diamond Supply Co. Today

Even today, Diamond Supply Co. remains one of the most recognizable brands in global street culture. Although it has evolved since the golden age of the 2000s skateboarding scene, the company maintains a strong image tied to skate, sneaker, and streetwear culture.

The brand continues to release new apparel collections, collaborations, and skate products, keeping alive that unique blend of authentic skateboarding and premium urban lifestyle that made it famous worldwide.

For countless skaters and streetwear enthusiasts, Diamond still represents a fundamental part of the golden era of skate/street culture in the 2000s.

Diamond Supply Co. and Pleasures Milano

At Pleasures Milano, we curate brands that have truly influenced skateboarding and global street culture, and Diamond Supply Co. is undoubtedly one of the most important brands to emerge from the California scene over the past twenty-five years.

We’re talking about a company that has successfully blended skateboarding, sneaker culture, hip-hop, and streetwear to create an instantly recognizable style and become a global benchmark for entire generations.

From the legendary Nike SB Dunk Diamond to its most iconic apparel collections, Nick Diamond’s brand continues to this day to represent a fundamental part of modern urban culture.

At Pleasures Milano, you’ll find a selection curated by people who have truly lived and breathed skateboarding, sneakers, and streetwear culture every day for over twenty-five years.